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Scrappy Working

8 April @ 2:00 pm - 4:00 pm

— An agile approach to audience-focused results


This two-hour webinar will show you how to create strategic, agile experiments that will help you achieve your audience development goals.

What is it about?

— Learn how to embrace a culture of ‘scrappy experimentation’, that will support your attainment of long-term goals.

— Discover how to identify issues that you want to tackle, including contributing conditions that are within your control.

— Be inspired to apply creative approaches that will give you tangible results.

What will I gain?

—A process for working on long-term goals through collaboratively-created, manageable, and measurable short-term projects

— Case studies to inspire your own experiments, including “better-case” and “you’re your own worst enemy”scenarios.

— Examples of scrappy-low tech, high learning, and non-traditional experiments that supported more organic cultural change in organisations over time

Why should I attend?

This webinar is for anyone who wants to work in a more agile way, that provides results.

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA member rate: £55 + VAT
  • Arts Council England NPOs: £55 + VAT
  • Non-Member: £115 + VAT


Rachel Grossman | Artist, Producer, Engagement Strategist | A Big Eyed Fish

Rachel Grossman (she/her) is an artist, engagement-strategist, producer, facilitator, and yogi.

As a theatre-maker, Rachel creates work that entwines the audience’s experience with the play’s narrative, creating shows that feel interactive even when audience chose to “watch” rather than do.”

At present, Rachel’s an executive producer with the JUBILEE, a yearlong, national theatre festival (2020/2021) in the U.S. that celebrates and supports work generated by artists of color, Native American and Indigenous artists, Native American and Indigenous and First Nations artists, women, non-binary and gender non-conforming artists, LGBTQIA2+ artists, Deaf artists, and artists with disabilities. She’s also part of the core producing group for the 2019 “Deaf Theatre Action Planning Session” and it’s subsequent projects. Rachel’s writing and devising a number of new plays that address undoing racism. She’ll direct The Diary of Anne Frank in February 2020.

Rachel is a co-founder of dog & pony dc, with whom she’s co-created nearly 20 new plays and interactive experiences. Rachel is responsible for launching Woolly Mammoth Theatre Company’s “connectivity” initiative and served as the first Connectivity Director. Prior to that she was the Director of Education & Outreach at Round House Theatre, and managed education and community programming at Shakespeare Theatre Company, Arena Stage, and CENTERSTAGE. Rachel is a three-time recipient of a DC Commission on the Arts & Humanities’ Artist Fellowship grant and received an individual artist project grant in support of her project NICE & LILY, a play for young children and their adult companions about diversity, identity, and talking about race.

Photo by Daria Nepriakhina on Unsplash

AMA Conference 2020

Tickets on sale now

The AMA conference is the UK’s biggest conference focused on audiences:

* communicating with audiences

* developing audiences

* understanding audiences.


8 April
2:00 pm - 4:00 pm
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